“Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs,” said SW Yong, President and Head of Visual Display Business at Samsung Electronics. “With Samsung Vision AI, we’re reimagining what screens can do, connecting entertainment, personalisation, and lifestyle solutions into one seamless experience to simplify your life.”

Samsung Vision AI^[1]: Smarter, Adaptive Screens for Seamless Living

Samsung Vision AI represents the next step in Samsung’s journey to deliver intelligent, intuitive, and seamless screen experiences. With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences, and autonomous in delivering intuitive features, Samsung Vision AI transforms screens into smart companions that enhance entertainment, simplify interactions, and seamlessly integrate into connected lifestyles.

At the core of Samsung Vision AI are its personalised features, which redefine how users interact with their screens.

• Click to Search offers instant information about what’s on screen — whether identifying an actor or exploring displayed content — all without disrupting the viewing experience.
• Live Translate, powered by on-device AI translation model, eliminates language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly.
• Generative Wallpaper transforms screens into dynamic, personalised art canvases, allowing users to make images that perfectly match their taste or occasion.

Beyond personalisation, Samsung Vision AI positions screens as central hubs for smarter living through integration with the SmartThings ecosystem:

• Home Insights provide real-time updates about your household environment, including safety alerts and daily updates, ensuring peace of mind whether users are home or away from home.
• Pet and Family Care keeps a watchful eye on loved ones, detecting unusual behaviour in both pets and family members. It enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Building on its history of recognition for innovation, Samsung’s latest Vision AI features, such as Click to Search and Live Translate, along with cutting-edge products like the AI companion Ballie and the Smart Monitor M9 featuring Copilot, have earned the prestigious 2025 CES Innovation Award.

Driving Innovation Through Open Partnerships in AI

Samsung Vision AI also offers limitless potential by collaborating with various AI partners such as Microsoft, paving the way for even more intelligent and personalised experiences and AI screen ecosystem expansion.

In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. This partnership will enable users to explore a wide range of Copilot services, including personalised content recommendations.

Samsung also plans to work closely with leading AI partners such as Google and others to expand what Vision AI can do.

With Samsung Vision AI, Samsung is redefining what screens can do — delivering personalised, intelligent experiences that adapt to users’ needs, simplify their routines and enhance their daily lives.

The Era of AI Screens: Samsung Brings Samsung Vision AI to Its Widest Lineup Yet

Samsung is ushering in a new era of AI-driven screen technology, with Samsung Vision AI features now integrated across its most comprehensive lineup ever — including Neo QLED, OLED,QLED, and The Frame models. This expansion underscores Samsung’s commitment to bringing intelligent, adaptive screens to more users, redefining what’s possible in home entertainment and smart living.

At the forefront of this innovation is the Neo QLED 8K QN990F, Samsung’s most advanced TV to date, designed to deliver unparalleled performance, sleek design, and smarter, AI-driven experiences. Powered by the latest NQ8 AI Gen3 Processor, the TV leverages a suite of on-device AI features to enhance picture quality, sound clarity, and overall viewing experience:

• 8K AI Upscaling Pro: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame.
• Auto HDR Remastering Pro: Analyses content frame by frame, applying scene-adaptive color expansion for lifelike visuals and vibrant colors, even in dark scenes.
• Adaptive Sound Pro: Uses AI to separate and optimise sound components like speech, music, and sound effects, delivering clear, balanced audio.
• Color Booster Pro: Enriches color expression with AI-driven scene analysis and enhanced image processing for each frame.
• AI Mode: Adaptively optimises picture and sound leveraging AI-based content recognition and TV area analysis for an optimal viewing experience in any setting.

Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that combines cutting-edge technology with elegant aesthetics. With its advanced features and refined design, it elevates both the performance and style of any living space, offering a truly sophisticated entertainment experience.

A New Vision of Art: Expanding the Samsung Art Store and Introducing The Frame Pro

Samsung is continuing its commitment to blending art and technology with the expansion of Samsung Art Store and the launch of The Frame Pro, a new addition to the iconic Frame lineup. Together, these innovations reinforce Samsung’s mission to make art more accessible, personal, and seamlessly integrated into daily life.

Samsung Art Store now features more than 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat*. For 2025, this expanded collection is available not only on The Frame and MICRO LED series but also on Neo QLED and QLED models^[2], giving users more ways than ever to transform their screens into personalised art galleries. This marks another milestone in Samsung’s commitment to enriching homes with dynamic art experiences.

Complementing The Frame, Samsung unveiled The Frame Pro, the latest model of the lineup, which enhances the art and entertainment experience with advanced Neo QLED picture quality — delivering brighter colors, sharper contrasts and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers unparalleled picture quality for both artwork and video content. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with their environment.

Further strengthening its connection to the art world, Samsung has partnered with Art Basel, making The Frame the official art display of the globally celebrated event.

“As our mission is to power the world of art, having Samsung as our official global display partner is helping us break down physical and digital barriers, allowing more people to experience art in innovative and meaningful ways,” said Hayley Romer, Chief Growth Officer at Art Basel. “Through The Frame and the Samsung Art Store, art lovers can bring world-class works into their homes, transforming how they engage with and appreciate art.”

Shaping the Future of Display Technology

As Samsung continues to lead the way in reimagining the role of screens, its advancements deliver more than just technology — they create meaningful, personalised experiences that elevate everyday life.

At First Look 2025, Samsung unveiled The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector. Designed to redefine home entertainment, The Premiere 5 introduces an interactive touch feature, allowing users to engage directly with the screen. This innovation seamlessly combines high-quality projection with versatile functionality, featuring Samsung LightWARP technology to project images onto everyday objects for creative and immersive experiences.

Samsung also showcased its commitment to shaping the future of display technology with the MICRO LED Beauty Mirror. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalised beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analysing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive and effective, leveraging innovative beauty solutions developed by Amorepacific, Korea’s leading cosmetics company.

* Separate Art Store subscription and Samsung Account required to access full selection of artwork.

[1] Available features may vary by country and model.

[2] Available models may vary by country.

As sports leagues and experiences start to return to pre-pandemic operation, consumers now have the option to watch their favourite team from home without missing any of the action.

The key to bringing this stadium experience to life at home is with an ultra-large, high quality display, and Samsung’s The Premiere^[1] is a lifestyle projector that offers the dramatic picture quality and immersive panoramic sound able to provide the feeling of being right there in the stand yourself.

A 130-inch Ultra-Large Screen Is Your Gateway to the Stadium

The Premiere can create a display far bigger than the average TV. Unlike traditional projectors that require three to four meters of distance from a wall for optimal picture quality, The Premiere LSP9T can deliver a display size of up to 130 inches, even when placed just 23.8cm away from the wall.

The projector does not require a complicated installation process either, as users need to simply plug in The Premiere’s power cable, connect to a wireless network and adjust the screen size – with no need to worry about calculating the ideal distance from the wall or to arrange hanging the projector from the ceiling. It also features a compact design so that users can move and rearrange the projector on their own with ease.

Dynamic 4K Resolution for Full Immersion During the Big Game

Conventional projectors typically offer resoundingly average colour vibrancy and picture quality, so in order to create an entirely new projector experience, Samsung incorporated its industry-leading TV technologies into The Premiere so that users can enjoy dynamic, 4K resolution on a bigger screen.

By using unique and cutting-edge triple laser technology, The Premiere LSP9T delivers rich and vibrant picture quality. This laser-enabled model recreates colours more accurately, produces less heat and offers longer lifespan, all of which provides users with a premium product that offers optimal viewing experiences. Whether you are streaming the latest 4K sports documentary or your favourite live sports event, The Premiere provides immersive, ultra-large screen entertainment experiences at high resolution with pin-sharp clarity.

Stunning Picture Quality, No Matter the Time of Day

The media quality of a projector is affected by ambient lighting more than conventional TV screens, meaning that it is important that a projector is able to produce bright images so that you never miss a single critical moment in the game.

As the world’s first HDR10+ projector, The Premiere LSP9T offers a maximum brightness of 2,800 ANSI lumens^[2] – a brightness level equivalent to 2,800 candles. Users can enjoy cinema-level picture quality even in the middle of the day with sunlight shining directly into the room you are watching in, meaning that you can watch your favourite games regardless of the surrounding ambient light conditions. The Premiere also delivers a 2,000,000:1 contrast ratio, meaning that the projector is able to express all the subtle contrasts and detailing in darker images.

An Immersive, All-in-One Speaker for That Live Stadium Experience

In order to get the real stadium experience at home, powerful sound is key. Hearing fans cheering and the commentators roaring along with the action is all part of the enjoyment of any match.

The Premiere produces three-dimensional, captivating sound without any extra speakers required thanks to the robust sound system built into its compact design. The LSP9T projector is equipped with powerful 4.2 channel 40W built-in speakers that project sound with significant height and width in order to convey every bit of even the most action-packed audio. It also features Samsung’s proprietary Acoustic Beam technology to maximise sound from all angles, emitting sound from 44 holes placed on both sides of the projector so that everyone, regardless of where they are sitting in the room, can be engaged and entertained.

Staying Entertained and Connected With Smart TV Features

Just like Samsung’s leading Smart TVs, The Premiere offers users smart features and access to major sports streaming platforms^[3] including Amazon Prime Video and Samsung TV Plus, and music streaming services where popular sports podcasts can be found including Apple Music and Spotify.

The Premiere also supports the ‘Tap View’^[4] feature to mirror the content playing on your smartphone to your projector; by simply gently tapping the side of The Premiere with your device, you can easily cast videos from your smartphone straight onto the bigger screen.

[1] Model featured in this article is The Premiere LSTP9.

[2] ANSI Lumen: The level of brightness based on the American National Standards Institute (ANSI)’s standard for expressing the brightness of a projector. 1 ANSI lumen is equivalent to the brightness of one candle

[3] Availability of services may vary by region and each OTT service or platform is available after subscription. The Premiere must be connected to the internet in order to access these services. 3rd party content providers may remove apps from the Smart TV platform or stop updating them at any time.

[4] Tap view service only works with Samsung Galaxy smartphones running Android 8.1 and above, when both the mobile screen and The Premiere are turned on. Internet Connection required.